Numbers Add Up for CPA Group's DM Piece

The National Association of State Boards of Accountancy received a 30 percent response rate from a postcard mailer it sent to 50,000 certified public accountant candidates about the new computer-based Uniform CPA examination, the Nashville, TN, group said yesterday.

NASBA worked with Mailnet Services Inc., also of Nashville, to create the mailing. NASBA and Mailnet devised a direct mail piece that pointed candidates to for information on the new exam format.

As an incentive to visit the site, NASBA offered recipients a chance to win a laptop computer. When they got to the site, they could register to win a laptop and receive updates on the computerized CPA examination. The contest began Jan. 16 and ends April 4.

“It was very important to reach as many CPA candidates as we could and inform them of the testing format change,” association spokesman Tom Kenny said.

Mailnet helped NASBA create a postcard from the MailnetExpress online creative library. Kenny filled in copy and uploaded the Uniform CPA Examination logo and candidate lists, then specified the date and time to distribute the pieces.

Mailnet inserted and printed the information, combining and de-duping the mail lists and sending the pieces on time.

Mailnet coordinated the mailing of 30,668 pieces to eligible exam candidates in fall 2003 and followed up with a second mailing containing 19,548 pieces in February to newly eligible exam candidates.

“As a direct result of the mail campaign, we have received very positive feedback, and Web site traffic has been phenomenal,” Kenny said.

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